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Insights for the Future of Online
Video Commercialization
Emerging Hot Topics Part I – #3



                Stacey Lynn Schulman
                SVP, Ad Sales & Sports Research
                Turner Broadcasting Sales, Inc.
TV Everywhere:
      The Elegant Solution
Stakeholder          Concern                   Interest                   Solution
              Broadband HH                Protect Exclusivity
MSO           do not subscribe to         of Content             Authentication requirement
              cable / satellite / telco   Distribution

                                                                 Greater ad load monetizes
                                          Expand Access of       inventory
Content       Sustainable Internet        content library to     Extended screen measurement
Provider      video business model        grow viewership        expands audience delivery for
                                          across platforms       program valuation and
                                                                 marketplace currency
                                          Viewer Control
                                          (fast forwarding)      Disabled fast-forwarding
Advertiser    Commercial skipping         diminishes             through commercial breaks in
                                          communication          on-demand environments
                                          value of advertising
                                                                 Expanded access to content
              Broadband HH                Wider Access and       Fresher content
Viewer        do not subscribe to         Control of Viewer
              cable / satellite / telco   Experience             Greater control of experience
                                                                 thru greater variety of
                                                                 on-demand platforms

                                                                        #ARFAM6
The Million Dollar Question

     Will consumers watch full length television
     programs online with a full linear ad load?
      What is the optimal online ad load that
      maximizes both the consumer experience, as
      well as advertising exposure and revenue?
      Is viewing to 30-minute shows (comedies) and
      60-minute shows (dramas) affected differently
      by varying degrees of advertising load.




                                      #ARFAM6
Background
No Real World Research
    Previous studies involved attitudinal research
    Lack of solid consumer behavior data
    Most survey based studies were directionally the
    same, revealing online advertising acceptance
    has largely been studied:
     – In comparison to television
     – Across demographic groups
     – Based in general acceptance

    Results had conflicting findings
    Some behavioral research emerged in last 6 months
    (CW/Freewheel)


                                             #ARFAM6
Methods
A First Step
     Turner and MAGNAGLOBAL partnered in order
     to get a first look
     – Designed study to give users an unobtrusive and unbiased
       viewing experience
     – Expectations of uncovering differences in claimed versus
       observed online tune-out
         Self report data subject to speculation
         Mechanical observational methods are not open to conjecture




                                                         #ARFAM6
We Tested Turner’s Most Recent
Episodes 7 Days After Linear Air




                          #ARFAM6
Research Design




   Online multivariate test design using Turner and
   Optimost technology
   Panelists were randomly selected once arriving at
   TNT.tv or TBS.com – not pre-recruited to participate
   This was a “blind” test – consumers were completely
   unaware of our intervention
                                            #ARFAM6
Research Design




   Fast forwarding was disabled during the ad breaks,
   but was enabled during the program content, simulating
   Turner’s current TV Everywhere environment


                                           #ARFAM6
Research Design




   Ad load was varied across 6 test cells
    – Included a mix of different ad creative and network promos,
      as well as :30’s ad :15’s

   Optimost randomly selected, rotated and served ads
   from a pool of TV commercials provided by Magna &
   Turner, eliminating bias
                                                          #ARFAM6
Panelists Were Randomly Assigned
 to One of Three Test Cells
TNT Dramas = 5 ad blocks                                                 TBS Comedies = 4 ad blocks
             Cell 1                                             Cell 2                                            Cell 3
   Linear+ Ad Load                                   Modified Ad Load                                    Online Ad Load



   20 Min Ad Load                                     10 Min Ad Load                                   1:15 Min Ad Load

             Cell 1                                             Cell 2                                            Cell 3
   Linear+ Ad Load                                     Linear Ad Load                                    Online Ad Load



   16 Min Ad Load                                      8 Min Ad Load                                      1 Min Ad Load
 n = 1000+ per cell. Note: on average, hour long original TNT dramas contain ~17.5 mins of non-program content, including national
 and local commercials, as well as network promotion. TBS original comedies, such as Meet The Browns, contain ~8 minutes of
 non-program content.


                                                                                                             #ARFAM6
Magna Global Provided Turner with
Prominent Brands Across Categories

 Automotive
 Packaged Goods
 Technology
 Pharma / OTC
 Financial
 QSR
 Travel
 Entertainment
 Durable Goods

                          #ARFAM6
Precise Time Spent Measurement
 Stream viewing and ad viewing were both tracked in
 5 second increments to ensure precision in analysis




                   Optimost Beacons
                                      V. Start   5   10   15     20
                                          0      5   10   Ad Block
What Did We Already Know About How
             Consumers Watch Long Form Content Online?
                                  On average, consumers watch about half of
                                      full length sitcoms and dramas on
                                   TBS.com and TNT.tv with limited ad load
riginal Series Multiplatform Viewing Summary - TBS andViewing Summary - TBS and TNT
                    2010 Original Series Multiplatform Viewing Summary - TBS and TNT
                     2010 Original Series Multiplatform TNT
 Linear Premieres of June 31, 2010
                      Through Linear Premieres ofof June 31, 2010
                      Through Linear Premieres June 31, 2010
                                                                                  Online2                       VODOnline2
                                                                                                                   3
                                                                                                                                                   VOD
                                                                                                                        Online2

                                                                     Avg. Episode      Estimated          Avg. #Episode
                                                                                                           Avg.            Estimated        Avg. #
                                                                                                               Avg. Episode     Estimated          Avg.
                                                                      Starts (000)    TSV per Ep.     Orders (000) Avg.TSV per Ep.
                                                                                                            Starts (000)   TSV            Orders (000)
                                                                                                                Starts (000)   TSV per Ep.      Orders
                                                            Episodes Per Episode      Start (mins)
                                                                                                Episodes Episode per Order (mins)
                                                                                                      Per Per Episode Start               Per Episode
                                                                                                   Episodes Per Episode Start (mins)            Per Epi
rowns                       Meet the Browns                     16          67             16      16      308 67         21   16             308
                            Meet the Browns                                                            16             67            16              308
                            My Boys                              2          74             18       2       97 74         21   18              97
                            My Boys                                                                     2             74            18               97
 from Hell                  Neighbors from Hell                 10          39             16      10      115 39         18   16             115
                            Neighbors from Hell                                                        10             39            16              115

                                                                                  Online2                       VODOnline2
                                                                                                                   3
                                                                                                                                                   VOD
                                                                                                                        Online2
                                                                     Avg. Episode      Estimated         Avg. #Episode
                                                                                                          Avg.            Estimated        Avg. #
                                                                                                              Avg. Episode     Estimated          Avg.
                                                                      Starts (000)    TSV per Ep.     Orders (000) Avg.TSV per Ep.
                                                                                                           Starts (000)   TSV            Orders (000)
                                                                                                               Starts (000)   TSV per Ep.     Orders
                                                            Episodes Per Episode      Start (mins)
                                                                                                Episodes Episode per Order (mins)
                                                                                                      Per Per Episode Start              Per Episode
                                                                                                   Episodes Per Episode Start (mins)           Per Epi
                            The Closer                          3           170            23       3     317 170        36   23             317
                            The Closer                                                                 3            170            23              317
d Isles                     Rizzoli and Isles                   3           190            29       3     312 190        41   29             312
                            Rizzoli and Isles                                                          3            190            29              312
                            Hawthorne                           6            97            24       6     216 97         38   24             216
                            Hawthorne                                                                  6             97            24              216
Beat                        Memphis Beat                        6            84            29       6     221 84         39   29             221
                            Memphis Beat                                                               6             84            29              221
                            Leverage                            7           176            29       7     301 176        38   29             301
                            Leverage                                                                   7            176            29              301
             Source: Broadband data from Omniture; VOD data from Rentrak.
Varying Ad Loads Did Not Affect
Time Spent Viewing
 Viewers watched ~29 minutes across all 3 test cells
      Consumers watched more of the program in the Modified and
      Online Ad Load scenarios, but they do not watch longer

                                    Average Minutes Viewed Per Viewer
                                      and % Program Completion Rate



                            30                                         29
                           Mins                                       Mins           26
                                                                                    Mins

                          (49%)                                      (56%)          (59%)

                Linear+ Ad Load                           Modified Ad Load      Online Ad Load
n = Total Sample. Differences across cells are not statistically significant.


                                                                                      #ARFAM6
Online Video Commercial Retention
HIGHER Than Live Television

                                    Commercial Retention Rates on TNT

                                                                                 100%                           98%
                      92%                           94%




                  Live TV                    Linear+ Ad                    Modified Ad                Online Ad Load
                                                Load                          Load

“Commercial Retention Rate” = live commercial rating / live program content rating for Live TV and average # panelists viewing per ad
minute / average # panelists viewing per program content minute. n = Total Sample.


                                                                                                             #ARFAM6
Viewing Pattern Is The Same
    Regardless of Length of Ad Breaks
              % Of Panelists Viewing By Segment
100%
                                                                                                                                        Episode credits
80%

60%

40%

20%

     0%
                              1




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                   Linear+ Ad Load                          Modified Ad Load                            Online Ad Load

    n = Total Sample. Differences across cells are not statistically significant.


                                                                                                                           #ARFAM6
Varying Ad Loads Did Not Affect
Time Spent Viewing
 Viewers watched ~14 minutes across all 3 test cells
      Consumers watched more of the program in the Modified and
      Online Ad Load scenarios, but they do not watch longer
                                       Average Minutes Viewed Per Viewer
                                         and % Program Completion Rate

                            15
                           Mins                                        14
                                                                      Mins           13
                                                                                    Mins




                          (37%)                                      (45%)         (40%)

                Linear+ Ad Load                              Linear Ad Load     Online Ad Load
n = Total Sample. Differences across cells are not statistically significant.


                                                                                      #ARFAM6
Commercial Retention for Linear Ad
Load Online Is on Par with Live TV
 Linear+ Ad Load was well in excess of Linear Ad Load and
 resulted in more ad skipping.
                                       Commercial Retention Rates on TNT
                     96%                                                          92%                           93%
                                                    79%




                  Live TV                    Linear+ Ad                 Linear Ad Load Online Ad Load
                                                Load
“Commercial Retention Rate” = live commercial rating / live program content rating for Live TV and average # panelists viewing per ad
minute / average # panelists viewing per program content minute. Note: Heavy Ad Load exceeds TBS’ current linear ad load for original
comedies by ~8 minutes. n = Total Sample.


                                                                                                             #ARFAM6
Viewing Behavior Follows
   a Similar Pattern
          % Of Panelists Viewing By Segment
100%
                                                                                                                 Episode credits
80%

60%

40%

20%

 0%
            1




                                          2




                                                                        3




                                                                                                      4




                                                                                                                                       5
                           1




                                                         2




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                        Linear+ Ad Load                        Linear Ad Load                       Online Ad Load
   n = Total Sample. Note: Heavy Ad Load exceeds TBS’ current linear ad load for original comedies by ~8 minutes. Differences across
   cells are not statistically significant.


                                                                                                              #ARFAM6
What We Learned...

Time Spent Viewing
 Regardless of ad load, consumers will spend approximately the
 same amount of time watching full length episodes online
Commercial Retention
 Commercial audience retention in an online environment is
 equal to or better than Live TV for full length episodes
 These findings are consistent for both hour-long dramas and
 half-hour sitcoms
Advertising Exposure
 Online episodes with ad loads resembling traditional linear
 television drive significantly more ad exposures than limited
 advertising scenarios


                                                #ARFAM6
Conclusions

 TV Everywhere is a WIN-WIN-WIN-WIN
 for the industry
 – WIN for Viewers – More content on more platforms
   at no additional cost
 – WIN for Cable Operators - Better offering for their customers
 – WIN for Cable Networks – More platforms and more viewing
   for harder to reach viewers
 – WIN for Advertisers – More impressions and better
   demographics for their TV advertising

 Online commercialization is a well-tolerated
 trade-off for consumers to avoid paying for content


                                                  #ARFAM6
Questions




            #ARFAM6

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Insights for the Future of Online Video Commercialization

  • 1. Insights for the Future of Online Video Commercialization Emerging Hot Topics Part I – #3 Stacey Lynn Schulman SVP, Ad Sales & Sports Research Turner Broadcasting Sales, Inc.
  • 2. TV Everywhere: The Elegant Solution Stakeholder Concern Interest Solution Broadband HH Protect Exclusivity MSO do not subscribe to of Content Authentication requirement cable / satellite / telco Distribution Greater ad load monetizes Expand Access of inventory Content Sustainable Internet content library to Extended screen measurement Provider video business model grow viewership expands audience delivery for across platforms program valuation and marketplace currency Viewer Control (fast forwarding) Disabled fast-forwarding Advertiser Commercial skipping diminishes through commercial breaks in communication on-demand environments value of advertising Expanded access to content Broadband HH Wider Access and Fresher content Viewer do not subscribe to Control of Viewer cable / satellite / telco Experience Greater control of experience thru greater variety of on-demand platforms #ARFAM6
  • 3. The Million Dollar Question Will consumers watch full length television programs online with a full linear ad load? What is the optimal online ad load that maximizes both the consumer experience, as well as advertising exposure and revenue? Is viewing to 30-minute shows (comedies) and 60-minute shows (dramas) affected differently by varying degrees of advertising load. #ARFAM6
  • 4. Background No Real World Research Previous studies involved attitudinal research Lack of solid consumer behavior data Most survey based studies were directionally the same, revealing online advertising acceptance has largely been studied: – In comparison to television – Across demographic groups – Based in general acceptance Results had conflicting findings Some behavioral research emerged in last 6 months (CW/Freewheel) #ARFAM6
  • 5. Methods A First Step Turner and MAGNAGLOBAL partnered in order to get a first look – Designed study to give users an unobtrusive and unbiased viewing experience – Expectations of uncovering differences in claimed versus observed online tune-out Self report data subject to speculation Mechanical observational methods are not open to conjecture #ARFAM6
  • 6. We Tested Turner’s Most Recent Episodes 7 Days After Linear Air #ARFAM6
  • 7. Research Design Online multivariate test design using Turner and Optimost technology Panelists were randomly selected once arriving at TNT.tv or TBS.com – not pre-recruited to participate This was a “blind” test – consumers were completely unaware of our intervention #ARFAM6
  • 8. Research Design Fast forwarding was disabled during the ad breaks, but was enabled during the program content, simulating Turner’s current TV Everywhere environment #ARFAM6
  • 9. Research Design Ad load was varied across 6 test cells – Included a mix of different ad creative and network promos, as well as :30’s ad :15’s Optimost randomly selected, rotated and served ads from a pool of TV commercials provided by Magna & Turner, eliminating bias #ARFAM6
  • 10. Panelists Were Randomly Assigned to One of Three Test Cells TNT Dramas = 5 ad blocks TBS Comedies = 4 ad blocks Cell 1 Cell 2 Cell 3 Linear+ Ad Load Modified Ad Load Online Ad Load 20 Min Ad Load 10 Min Ad Load 1:15 Min Ad Load Cell 1 Cell 2 Cell 3 Linear+ Ad Load Linear Ad Load Online Ad Load 16 Min Ad Load 8 Min Ad Load 1 Min Ad Load n = 1000+ per cell. Note: on average, hour long original TNT dramas contain ~17.5 mins of non-program content, including national and local commercials, as well as network promotion. TBS original comedies, such as Meet The Browns, contain ~8 minutes of non-program content. #ARFAM6
  • 11. Magna Global Provided Turner with Prominent Brands Across Categories Automotive Packaged Goods Technology Pharma / OTC Financial QSR Travel Entertainment Durable Goods #ARFAM6
  • 12. Precise Time Spent Measurement Stream viewing and ad viewing were both tracked in 5 second increments to ensure precision in analysis Optimost Beacons V. Start 5 10 15 20 0 5 10 Ad Block
  • 13. What Did We Already Know About How Consumers Watch Long Form Content Online? On average, consumers watch about half of full length sitcoms and dramas on TBS.com and TNT.tv with limited ad load riginal Series Multiplatform Viewing Summary - TBS andViewing Summary - TBS and TNT 2010 Original Series Multiplatform Viewing Summary - TBS and TNT 2010 Original Series Multiplatform TNT Linear Premieres of June 31, 2010 Through Linear Premieres ofof June 31, 2010 Through Linear Premieres June 31, 2010 Online2 VODOnline2 3 VOD Online2 Avg. Episode Estimated Avg. #Episode Avg. Estimated Avg. # Avg. Episode Estimated Avg. Starts (000) TSV per Ep. Orders (000) Avg.TSV per Ep. Starts (000) TSV Orders (000) Starts (000) TSV per Ep. Orders Episodes Per Episode Start (mins) Episodes Episode per Order (mins) Per Per Episode Start Per Episode Episodes Per Episode Start (mins) Per Epi rowns Meet the Browns 16 67 16 16 308 67 21 16 308 Meet the Browns 16 67 16 308 My Boys 2 74 18 2 97 74 21 18 97 My Boys 2 74 18 97 from Hell Neighbors from Hell 10 39 16 10 115 39 18 16 115 Neighbors from Hell 10 39 16 115 Online2 VODOnline2 3 VOD Online2 Avg. Episode Estimated Avg. #Episode Avg. Estimated Avg. # Avg. Episode Estimated Avg. Starts (000) TSV per Ep. Orders (000) Avg.TSV per Ep. Starts (000) TSV Orders (000) Starts (000) TSV per Ep. Orders Episodes Per Episode Start (mins) Episodes Episode per Order (mins) Per Per Episode Start Per Episode Episodes Per Episode Start (mins) Per Epi The Closer 3 170 23 3 317 170 36 23 317 The Closer 3 170 23 317 d Isles Rizzoli and Isles 3 190 29 3 312 190 41 29 312 Rizzoli and Isles 3 190 29 312 Hawthorne 6 97 24 6 216 97 38 24 216 Hawthorne 6 97 24 216 Beat Memphis Beat 6 84 29 6 221 84 39 29 221 Memphis Beat 6 84 29 221 Leverage 7 176 29 7 301 176 38 29 301 Leverage 7 176 29 301 Source: Broadband data from Omniture; VOD data from Rentrak.
  • 14. Varying Ad Loads Did Not Affect Time Spent Viewing Viewers watched ~29 minutes across all 3 test cells Consumers watched more of the program in the Modified and Online Ad Load scenarios, but they do not watch longer Average Minutes Viewed Per Viewer and % Program Completion Rate 30 29 Mins Mins 26 Mins (49%) (56%) (59%) Linear+ Ad Load Modified Ad Load Online Ad Load n = Total Sample. Differences across cells are not statistically significant. #ARFAM6
  • 15. Online Video Commercial Retention HIGHER Than Live Television Commercial Retention Rates on TNT 100% 98% 92% 94% Live TV Linear+ Ad Modified Ad Online Ad Load Load Load “Commercial Retention Rate” = live commercial rating / live program content rating for Live TV and average # panelists viewing per ad minute / average # panelists viewing per program content minute. n = Total Sample. #ARFAM6
  • 16. Viewing Pattern Is The Same Regardless of Length of Ad Breaks % Of Panelists Viewing By Segment 100% Episode credits 80% 60% 40% 20% 0% 1 2 3 4 5 t1 t2 t3 t4 t5 t6 ck ck ck ck ck en en en en en en lo lo lo lo lo m m m m m m B B B B B eg eg eg eg eg eg d d d d d A A A A A S S S S S S w w w w w w ho ho ho ho ho ho S S S S S S Linear+ Ad Load Modified Ad Load Online Ad Load n = Total Sample. Differences across cells are not statistically significant. #ARFAM6
  • 17. Varying Ad Loads Did Not Affect Time Spent Viewing Viewers watched ~14 minutes across all 3 test cells Consumers watched more of the program in the Modified and Online Ad Load scenarios, but they do not watch longer Average Minutes Viewed Per Viewer and % Program Completion Rate 15 Mins 14 Mins 13 Mins (37%) (45%) (40%) Linear+ Ad Load Linear Ad Load Online Ad Load n = Total Sample. Differences across cells are not statistically significant. #ARFAM6
  • 18. Commercial Retention for Linear Ad Load Online Is on Par with Live TV Linear+ Ad Load was well in excess of Linear Ad Load and resulted in more ad skipping. Commercial Retention Rates on TNT 96% 92% 93% 79% Live TV Linear+ Ad Linear Ad Load Online Ad Load Load “Commercial Retention Rate” = live commercial rating / live program content rating for Live TV and average # panelists viewing per ad minute / average # panelists viewing per program content minute. Note: Heavy Ad Load exceeds TBS’ current linear ad load for original comedies by ~8 minutes. n = Total Sample. #ARFAM6
  • 19. Viewing Behavior Follows a Similar Pattern % Of Panelists Viewing By Segment 100% Episode credits 80% 60% 40% 20% 0% 1 2 3 4 5 1 2 3 4 k k k k t t t t t en en en en en oc oc oc oc gm gm gm gm gm Bl Bl Bl Bl Ad Ad Ad Ad Se Se Se Se Se ow ow ow ow ow Sh Sh Sh Sh Sh Linear+ Ad Load Linear Ad Load Online Ad Load n = Total Sample. Note: Heavy Ad Load exceeds TBS’ current linear ad load for original comedies by ~8 minutes. Differences across cells are not statistically significant. #ARFAM6
  • 20. What We Learned... Time Spent Viewing Regardless of ad load, consumers will spend approximately the same amount of time watching full length episodes online Commercial Retention Commercial audience retention in an online environment is equal to or better than Live TV for full length episodes These findings are consistent for both hour-long dramas and half-hour sitcoms Advertising Exposure Online episodes with ad loads resembling traditional linear television drive significantly more ad exposures than limited advertising scenarios #ARFAM6
  • 21. Conclusions TV Everywhere is a WIN-WIN-WIN-WIN for the industry – WIN for Viewers – More content on more platforms at no additional cost – WIN for Cable Operators - Better offering for their customers – WIN for Cable Networks – More platforms and more viewing for harder to reach viewers – WIN for Advertisers – More impressions and better demographics for their TV advertising Online commercialization is a well-tolerated trade-off for consumers to avoid paying for content #ARFAM6
  • 22. Questions #ARFAM6